According to the Associated Press, this is a woman named Elissa Landi, who “does her bit to lure sun-seekers to Miami Beach, Florida on Feb. 5, 1960 by holding up a personalized thermometer which shows a 78 degree temperature.” Now that’s just rubbing the rest of the country’s nose in a sad cold pile of muddy slush.

Guess there’s something ruder than plastering the Herald Square subway station in ads for the beaches of St. Petersburg, Florida, after all.